The National Complex Of Outdoor Sports Brand Pathfinder

Not many people do not know this brand when it comes to "Pathfinder". Its name is often put on the same page by outdoor players and Columbia, The North Face, AIGLE and other internationally renowned outdoor sports brands.

In fact, "Pathfinder" is a genuine Chinese brand. Earlier, "Pathfinder" stood out among many competitors and became the only "Beijing 2008 Olympic concession product manufacturer" in China's outdoor products industry. This great honor has made the best footnote for the "Pathfinder" brand definition: it is the first to take the dream into the world.

A tent is supporting a heavens as the first outdoor goods brand in China. The "Pathfinder" business starts with a tent.

At the end of 1994, chairman Sheng Faqiang discovered a folding leisure tent at the "national patent new product fair". He had several rounds of negotiations with the owner of the patent, and finally bought it with 5000 yuan.

In 1995, he registered Beihai Tian Hui Travel Products Co., Ltd., engaged in tent design and production, initially invested about 100000 yuan, produced 1000 tents, named "Tian le" brand.

An accidental opportunity to flourishing and knowing that Nanning is holding a "cultural and sporting goods fair". He immediately arrived at Nanning with several tents overnight. On the same day, he signed a contract of about 800000 yuan and traded about 100000 yuan.

This conference gave Sheng Fa strong confidence and let him realize that there is a great demand in the whole country. "Tent can also support a sky".

Perhaps it is because of the passion and healthy mentality of this kind of entrepreneurship that the "Pathfinder" has been established. In 2002, the Pathfinder began to set foot in clothing. In March 6, 2003, the first "Explorer" outdoor goods store opened in Beijing, and the "Pathfinder" opened the curtain on the promotion of chain stores nationwide. In February 2004, Pathfinder built a modern office, production and storage center covering 16 Mu and 8000 square meters of building area in Changping District Hongfu Pioneering Park, Beijing.

Since 1999, the Pathfinder has maintained an annual growth rate of 50%.

3 years ago, "Pathfinder" accounted for 10% of the market share of outdoor products, becoming the first outdoor brand in China. The commodities also expanded to more than 1000 outdoor products with regular supply, and a marketing chain centered on chain stores was established in more than 90 cities throughout the country.

To give the brand ethnic connotation to a company that has been developing for 10 years, how to create a brand of outdoor products belonging to the Chinese people, the manager of Beijing Toread Outdoor Products Co market department Kangtai has a very clear idea.

As a local brand, "Pathfinder" realizes that the nation is the world. "In Europe, the Germans can be proud to drive their own Mercedes Benz, BMW and the public, and the French open their Renault freely.

In South Korea, many people never seem to know what brands are available except modern and Daewoo.

And we hope that one day, when people travel, the first thing they think of is "Pathfinder". In the eyes of the Chinese people, "Pathfinder" means more professional field protection, more comfortable and free design, and more reliable quality.

At the same time, when the "Pathfinder" was set up 10th anniversary, the company made a series of changes in hardware and software, the purpose is to further strengthen the internal strength, to cope with the changes in the market and the survival of the fittest.

Facing the trend of outdoor market changing from specialization to mass leisure, Kangtai told reporters: "outdoor sports are not restricted to a certain form. It can be a challenge to extreme mountaineering, and can be accompanied by friends climbing mountains and wading and playing, and can also be a camping trip between family and family, but in any form, safety and comfort are the most important factors in outdoor activities."

In order to further expand the market share of outdoor products, "Pathfinder" reflected a series of new changes in the design and development of spring and summer products in 2009. First, according to the functional strength, all products were divided into three series, namely, EXTREME limit (exploration limit) series, WEALD wilderness (travel and outdoor) series and CITY city (city leisure) series.

These 3 series are designed to meet the requirements of professional outdoor players, outdoor camping enthusiasts and urban leisure groups.

Secondly, we should further expand the occupation of channels and extend the terminal of "Pathfinder" to more and more consumers.

At the time of 10th anniversary, the Pathfinder also built a new R & D center, hoping to understand the consumer demand, price analysis and usage habits of domestic consumers, and design products that fit the habits of Chinese consumers.

Yang Jing: editor in charge